On March 29, 2025, a grand spring event - "The 2025 Huairou Great Wall Cultural Festival Series and the 3rd Mutianyu Great Wall Mountain Flower Festival" - was grandly launched at the Mutianyu Great Wall Service Area Square. Leaders from relevant departments such as the District Party Committee's Publicity Department, the District Culture and Tourism Bureau, and Bohai Town, representatives from enterprises like Huanqiu.com, Ctrip, and BTG Travel, experts from the Time-honored Brands Association and the Photographers Association, as well as representatives from various scenic spots and media personnel, totaling over a hundred guests, gathered on site to celebrate this event.

This event was divided into four chapters, namely "The Launch Ceremony of the Mutianyu Great Wall Mountain Flower Festival", "The Three-year Overseas Expansion Plan for Brand Promotion", "The Vitality Enhancement of Mutianyu Great Wall Scenic Area through the Integration of Culture and Tourism", and "Time-honored Brands Entering the Great Wall: A Cultural and Tourism Integration Initiative".

Part 01

The First Chapter: The Launch Ceremony of the Mutianyu Great Wall Mountain Flower Festival

At the opening ceremony, Dong Li, the Party Secretary and Chairman of Beijing Mutianyu Great Wall Tourism Service Co., Ltd., expressed his gratitude to the visiting leaders and guests. He emphasized that in recent years, under the strong leadership of Party committees at all levels, Mutianyu Great Wall has deeply implemented General Secretary Xi Jinping's important instructions on cultural and tourism work. It has closely integrated "exploring the profound cultural connotations of the Great Wall" with "serving major diplomatic events", continuously innovated work concepts, and strived to promote the Great Wall culture and Chinese civilization. In 2025, the scenic area will introduce a series of measures to enhance its vitality, helping domestic and overseas tourists appreciate the charm of Chinese civilization. In the future, Mutianyu Great Wall will continue to explore new paths for tourism development, innovate product and service models, meet the diverse needs of tourists, and embrace the world with a more open attitude, telling the story of the Great Wall well and inheriting the Great Wall spirit.

Subsequently, the leaders took the stage together to jointly launch the Mountain Flower Festival, announcing the official kick - off of this spring carnival and indicating the vigorous development of the Great Wall cultural cause, opening a new chapter.

Part 02

The Second Chapter: The Three-year Overseas Expansion Plan for Brand Promotion

This chapter represents an important strategic layout for Mutianyu Great Wall to step onto the international stage and promote the in - depth integration of culture and tourism. In the era of the booming development of the cultural and tourism industry and the continuous demonstration of cultural confidence, various forces are actively working together to contribute to the international journey of Mutianyu Great Wall and the integration of culture and tourism.

- Huanqiu.com Builds a Communication Bridge for Mutianyu Great Wall to Step onto the International Stage:

First, Li Liushen, the Deputy General Manager of Huanqiu.com, released the Mutianyu - Huanqiu.com Overseas Expansion Plan. In the future, the two sides will jointly create the "International Reception Hall" brand, implement the "Great Wall Co - branding Plan", build an international communication matrix, and establish a brand overseas expansion service system, helping Mutianyu Great Wall to enter the international stage and create a new situation for cultural and economic and trade exchanges between China and foreign countries.

- Mutianyu Great Wall and BTG Travel Usher in a New Chapter of Cultural and Tourism Integration:

The foundation of cultural going - global lies in the in - depth exploration and inheritance of local culture. Subsequently, Yang Xue, the Deputy Director of the Tourism and Travel Center of Beijing BTG Travel Development Co., Ltd., introduced the "BEIJING TRAVEL" promotion plan jointly launched by Mutianyu Great Wall and BTG Travel to boost Beijing's inbound tourism. Deputy Director Yang Xue said that BTG Travel will publicize favorable policies at international tourism and MICE exhibitions, promote the "splendid appearance" of Mutianyu Great Wall, enrich inbound tourism products, carry out promotions at airports and ports, and plan consumption - promoting activities in combination with the Night Great Wall and cultural and tourism centers. It will also, together with Mutianyu Great Wall and Ctrip, launch the "Half - day Free Tour of Mutianyu Great Wall" in a timely manner. This cooperation is BTG Travel's response to Beijing's cultural and tourism strategy to promote the high - quality development of inbound tourism, allowing international tourists to experience the ancient charm and new look of Beijing and China.

- Ctrip Helps Mutianyu Great Wall Achieve Leap - forward Development:

Ctrip has been accompanying Mutianyu Great Wall on its development path. Han Le, the General Manager of Ctrip Group in North China, detailed the cooperation plan between the two sides: launching marketing strategies and promotion activities that meet the preferences of inbound tourists, and with the help of Ctrip's overseas advertising and store resources, turning the four - season scenery of Mutianyu Great Wall into a "must - visit in China" landmark for global travelers, promoting the leap of its brand influence and tourist reception volume, and making it a place yearned for by global tourists. In addition, multilingual intelligent ticket vending machines will be installed at Mutianyu Great Wall in the near future to facilitate inbound tourism and enhance international service capabilities.

From media communication, cultural promotion to tourism operation, a vibrant future for Mutianyu Great Wall is outlined in an all - round way. This is the power of working together and also a demonstration of cultural confidence. It is believed that with the help of these strategic partners, Mutianyu Great Wall will surely ride the waves and sail towards the vast ocean of international cultural and tourism, writing its own glorious chapter.

Part 03

The Third Chapter: The Vitality Enhancement of Mutianyu Great Wall Scenic Area through the Integration of Culture and Tourism

In recent years, Mutianyu Great Wall has always adhered to the development concept of shaping tourism with culture and highlighting culture through tourism, integrating technological empowerment and cultural innovation into the development and construction of the scenic area. In 2025, the company created a new IP image, and also introduced key measures to enhance the vitality of the scenic area.

Taking the Mountain Flower Festival as an opportunity, Guo Min, the Deputy General Manager of Beijing Mutianyu Great Wall Tourism Service Co., Ltd., officially released the IP image of Mutianyu Great Wall - "Mu Ying". The birth of "Mu Ying" is an important practice of implementing the "14th Five - Year Plan for Cultural Development" of the country. By embodying the Great Wall into a "perceivable, experiential, and interactive" IP image, it aims to further narrow the distance between the public and the world - heritage site, break the barriers of time and space, display the charm of the Great Wall in an innovative way, stimulate the public's love for and exploration desire of the Great Wall culture, make history "come alive", and make culture "trendy".

Subsequently, Liu Changliang, the Business Director of WoMeiZhiZao (Beijing) Technology Co., Ltd., the designer of the IP image, deeply explained the cultural meaning and design ingenuity behind it. He said that the Mu Ying IP innovatively combines the national treasure panda with the God of War. Taking the cute panda as the prototype and integrating the heroic bearing of the God of War, it creates the cute and heroic young hero Mu Ying. From the battlements' seals, the red - glow cloak to the main - pass lock and beacon towers, the cultural codes of Mutianyu Great Wall are hidden everywhere. It not only carries historical heritage but also has modern charm, combining toughness and softness and opening a new chapter of culture.

Next, Guo Min, the Deputy General Manager of Beijing Mutianyu Great Wall Tourism Service Co., Ltd., introduced in detail the key measures for Mutianyu Great Wall to enhance the vitality of the scenic area in 2025. Starting from five dimensions: technological empowerment, international interconnection, senior - friendly services, cultural and tourism integration, and the linkage between film and tourism, the scenic area is committed to creating an unforgettable Great Wall trip for tourists. In terms of technological empowerment, the Night Great Wall will be comprehensively upgraded to enrich night - tour products; in terms of international interconnection, more investment will be made in smart tourism; in terms of senior - friendly services, the scenic area will improve infrastructure and soft services, and introduce intelligent exoskeleton devices to assist the elderly in climbing the mountain; in terms of cultural and tourism integration, the scenic area will cooperate with Beijing Publishing Group and Huairou Post Office to launch activities such as "Adolescents' Exploration of the Central Axis - Entering Mutianyu Great Wall" and a theme post office. In terms of the linkage between film and tourism, on April 18, the 15th Beijing International Film Festival opened. As a sub - venue, Mutianyu Great Wall launched an innovative practice of "culture + tourism+film", creating immersive experiences: the "Starry Sky Cinema" series of activities, and constructing a new full - time - state tourism model of "sightseeing during the day and watching performances at night".

The inheritance of the Great Wall culture is inseparable from recording and dissemination. To commend the outstanding contributions of photographers, the appointment ceremony for the Chief Photographer and Special Photographers of Mutianyu Great Wall was held at the event site. Kang Jie, the Deputy Party Secretary and General Manager of Beijing Mutianyu Great Wall Tourism Service Co., Ltd., presented the appointment letter of the Chief Photographer of Mutianyu Great Wall to Jing Weidong, the winner of the China Photography Golden Statue Award and a member of the Standing Committee of the China Photographers Association. Subsequently, Kang Jie, the Deputy Party Secretary and General Manager of Beijing Mutianyu Great Wall Tourism Service Co., Ltd., and Zhang Tongcai, the Deputy General Manager of Beijing Mutianyu Great Wall Tourism Service Co., Ltd., respectively presented appointment letters to the special photographers.

At the same time, the awarding ceremony of the 2024 "Mutianyu Great Wall in My Eyes" Photography and Short - Video Competition was solemnly held. Jing Weidong, the Chief Photographer of Mutianyu Great Wall, presented awards to the representatives of the first - prize winners of the photography competition and the second - prize winners of the short - video competition. They captured the changing seasons and the beauty of dawn and dusk of the Great Wall with their lenses, allowing the grandeur of the Great Wall to cross mountains and reach the hearts of the public.

Part 04

The Fourth Chapter: Time - honored Brands Entering the Great Wall: A Cultural and Tourism Integration Initiative

During this event, various wonderful and popular performances were staged in turn, bringing a series of audio - visual feasts.

At the same time, Mutianyu Great Wall, together with the Time - honored Brands Working Committee of China General Chamber of Commerce, Beijing Time - honored Brands Association, Heilongjiang Time - honored Brands Enterprise Association, and Shandong Time - honored Brands Enterprise Association, invited time - honored brands from all over the country to gather at the foot of the Great Wall. A spring market gathering the essence of various regions opened lively in the Mutianyu Great Wall Commercial Street.

With the leaders taking the stage to strike the gong, the time - honored brands market was officially launched. From century - old brands in Beijing to local traditional famous stores, merchants brought their ancestral secret recipes and exquisite craftsmanship, allowing tourists to experience the profound heritage of Chinese time - honored brands in one stop. This market also embodies the craftsmanship and emotional bonds of several generations. It is a relay of traditional techniques across time and space and a vivid continuation of the reputation of time - honored brands in the new era.

It is worth mentioning that during the season of blooming mountain flowers, this spring carnival will last for a whole month. The hustle and bustle of the market will arrive as scheduled every weekend, waiting for tourists to experience this ultimate spring experience and unlock a new journey of ancient charm on the Great Wall.

Looking to the future, Mutianyu Great Wall Scenic Area will unswervingly adhere to the green development concept, aiming at the grand vision of building an international - class Great Wall - themed tourism and vacation destination. Keeping up with the pulse of the times, it will innovatively integrate the historical culture of the Great Wall, the ecological culture of Mutianyu, and traditional cultural elements. Using the Great Wall Cultural Festival series of activities as an engine, it will promote the in - depth integration and innovative development of Chinese culture, the culture of time - honored brands, and intangible cultural heritage. It will fulfill the responsibility of Mutianyu as a state - owned enterprise, making the ancient Great Wall shine brightly in the new era and presenting a cultural and tourism business card shining with Chinese ancient charm to the world.